FIRST LOOK: AD ASSOCIATIONS DEBUT SELF-REG PROGRAM – A smattering of groups representing media and advertising will debut a new website today replete with tools to help consumers understand behavior-based advertising and, eventually, to opt out of some of those ads. It’s part of a new self-regulatory push by some of the companies and ad networks, which critics say is timed to stave off a recent tidal wave of interest in legislating new online privacy rules.

All of the work comes by way of the Digital Advertising Alliance, a corporation whose members and partners include the Interactive Advertising Bureau, the Network Advertising Initiative and the Better Business Bureau, among others. Their staple effort is a new online hub (AboutAds.info), which encourages ad networks to display what they’re calling the “Advertising Option Icon” – basically, a logo (an “i” in a tilted triangle) that signifies when behavior-based advertising is at play. The entire point of the campaign is to encourage standardization across ad networks, so that consumers know when their browsing is being tracked and which privacy principles are governing those pages. Eventually, an opt-out component and an enforcement mechanism are coming; details and reaction to it below the jump.

HAPPENING TODAY: CYBERSECURITY CHIEFS DEBUT AWARENESS CAMPAIGN – Friday began National Cybersecurity Awareness Month, as so designated by the president, and to commemorate, a series of organizations will host top administration officials in dual events in D.C. and Seattle.

Out west, W.H. cyber czar Howard Schmidt and Deputy Secretary of DHS Jane Holl Lute join Michael Kaiser, executive director of the National Cyber Security Alliance, to speak at an event that includes an announcement of a global cybersecurity education push backed by a bunch of public and private orgs. For those who can’t make the trip to Seattle, don’t fret: Greg Schaffer, assistance secretary in the DHS Office of Cybersecurity and Communication; Phil Bond, president and CEO of TechAmerica and Charles Croom, a top cybersecurity VP at Lockeed Martin will speak at the latter company’s Arlington HQ.

ALSO TODAY – Venture Capitalist John Doerr, partner at Kleiner Perkins, will attend a meeting of the President’s Economic Recovery Advisory Board at the White House. Other attendees include GE’s Jeffrey Immelt and Laura D’Andrea Tyson of the University of California at Berkeley.

FCC INVESTIGATING VERIZON OVERCHARGES – The FCC confirmed last night that it is investigating “mystery fees” that appeared on Verizon Wireless bills, which the agency says has cost over 15 million consumers tens of millions of dollars. The FCC’s Enforcement Bureau began looking into the fees 10 months ago, says bureau chief Michele Ellison. More in a moment.

Good Monday morning, it’s time for your Morning Tech. Is Buffalo becoming the data capital of the country? So questions Network World, which notes that Verizon is mulling the possibility of building a new data center outside the city too, not long after Yahoo constructed its own massive facility. The area does have its perks: hydroelectric power is pretty cheap, and natural disasters number few. But we do have to wonder – can the Silicon Valley crowd hold up to the frigidity of a Buffalo winter? (Hat tip: http://bit.ly/d5i4Kq)

We’ll be the first to admit we sure can’t handle the cold. So expect us to stick close to our warm offices this winter, reading the comments and tips you send to khart@politico.com and tromm@politico.com. And remember, there’s also Twitter: @khart, @tonyromm and @morningtech.

MORE ON THE NEW SELF-REGULATORY AD EFFORT – The new corporation builds off work the member companies and trade associations did in 2009 to assemble a core set of privacy principles. Those points of agreement are now being put into play via the alliance, which will begin registering ad networks to use the behavior-based ad icon on Monday, said Stu Ingis, counsel at Venable, which does work for the Digital Advertising Alliance. Also, the goal is to debut an opt-out ad page a “few weeks later” with 50 companies “populating the page off the bat,” he told us, including Yahoo, Microsoft, Google, AOL and News Corp. Later, it will get an enforcement mechanism.

STILL, SOME PRIVACY GROUPS ARE CONCERNED – Pam Dixon, executive director of the World Privacy Forum, told Morning Tech she’s afraid the alliance may “stall or thwart legislation,” just as previous industry attempts to self-regulate have deterred lawmakers from taking action.

“We have been here, and we have done that, and it has already failed once. Why are we doing this again?” she questioned. Dixon later stressed that the alliance might be more acceptable if it had included privacy groups in its membership. “The problem is that in traditional self regulation, there’s no tension,” she said, noting a real self-regulatory regime would require both sides to give something up to reach a “tough middle ground.”

MORE ON THE FCC INVESTIGATION – Verizon’s overcharges could have exceeded $50 million over two years, according to the agency. “We’re gratified to see Verizon agree to finally repay its customers,” Ellison said. “But questions remain as to why it took Verizon two years to reimburse its customers and why greater disclosure and other corrective actions did not come much, much sooner.” She said additional penalties could be imposed for future billion errors to ensure companies prioritize consumers’ interests.

Interesting timing, considering the “bill shock” item on the FCC’s upcoming meeting agenda that could require mobile carriers to send usage alerts and other notices to help consumers avoid unexpected charges.

THIS WEEK – Julius Genachowski is still traveling and will return later this week. Meanwhile, expect a flurry of meetings on set-top boxes in his absence, ahead of the Oct. 14 meeting. (Sunshine period begins Thursday.) The FCC will consider changes to the CableCard rules, aiming to promote a competitive market for more consumer-friendly set-top devices. NCTA, Comcast, Verizon, CEA and Best Buy are among those already active on the issue, paying visits to the agency last week, according to ex partes.

MOVIE BUZZ – “The Social Network” debuted as the No. 1 weekend film, bringing in $23 million. The movie already has some Oscar buzz, and Rory Bruer, Sony’s head of distribution, said it has a good shot of becoming a $100 million hit. http://wapo.st/ah6mlk

ICYMI: GENACHOWSKI’S GOALS ‘OUT OF REACH’ – WaPo’s Cecilia Kang writes: “One year into his campaign, his agency is weaker than ever, and it's unclear whether he'll be able to be more than the nation's top regulator for plain old phones and broadcast TV. And that's just fine with many companies who think the federal government shouldn't reign over the Web.” http://wapo.st/bxipJf

ALSO: PUT UP OR SHUT UP – WaPo’s Rob Pegoraro gives a run-down of the issue and ends with: The FCC can get it over with, follow the plan it unveiled in the spring and write a simple set of net-neutrality rules. If the commission can't or won't do that now that every other remedy appears exhausted, it should admit the obvious, end this farce and stop wasting everybody's time.” http://wapo.st/aJU6XX

TIME FOR COMPROMISE HAS PASSED – Seattle Times editorial page editor Ryan Blethen writes: “Genachowski has had enough time on the job to know when to get aggressive. That time is now. Congress has given Genachowski an entree to stop the FCC's dithering on net neutrality.” http://bit.ly/cdZsyD

MOBILE POLICY APP LAUNCHES TODAY – Mobile Future, a business coalition advocating for an innovation-friendly wireless industry, will launch a new Mobile Policy app today. It will include instant FCC updates, Congressional tracking tools and wireless news (including new stories from your favorite POLITICO tech and telecom reporters). Available for iPhone, Android and BlackBerry: http://bit.ly/b8JmIo

SPEED READ:

MICROSOFT’S DECISION TO SUE Motorola “is the latest sign that technology giants are more aggressively wielding patents against their rivals,” reports the WSJ: http://bit.ly/bBmhG7